Rio 2016: how British athletes are challenging the Olympic tradition of junk food peddling

"In August 2015, the German-owned discount food grocer Aldi became the first supermarket sponsor of Team Great Britain. And instead of featuring soda or cookies in its adverts in the UK, Aldi has been highlighting fresh, local fruits and vegetables ... this sponsorship has paid off: Shoppers spent more than £289 million, or $375 million, on fruits and vegetables at Aldi’s UK stores between May and July — a 19 percent increase from last year."